Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Weak consumer sentiment negatively affects growth

On-trade growth outperforms off-trade

Sports drinks witnessed stronger on-trade growth than off-trade in 2017. Other soft drinks may be replaced by artisanal drinks in on-trade outlets, such as RTD tea with artisanal iced tea, or packaged branded juice with fresh juice.

Forecast period trends

Sales of sports drinks are expected to slowly rebound over the forecast period. Urbanisation is expected to drive growth, as the increasing popularity of keeping in shape and healthy by working out will make sports drinks increasingly relevant.

COMPETITIVE LANDSCAPE

Amerta Indah Otsuka maintains its lead despite losing volume share

Amerta Indah Otsuka with its Pocari Sweat brand saw a decline in off-trade volume sales in 2017, due to its weak performance in Java. In the weak economic environment, some consumers also traded down to bottled water.

Danone Aqua remains second

Trailing behind Pocari Sweat was another multinational brand, Mizone from Danone Aqua. In order to attract the younger generation, the company introduced Mizone with Spider-Man designs on the packaging when a Spider-Man film was launched in the cinema.

The competition from other brands and categories

To compensate for its weak performance in 2017, Amerta Indah Otsuka is expected to remain active in below-the-line campaigns. Given the potential threat from lower-priced local brand Isoplus by Wings Group, it is also likely to roll-out more promotions over the forecast period, whether through lucky draws, or partnerships with modern retailers to offer discounts at key outlets.

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